Yogyakarta, May 2024 – As a dynamic effort to explore the intersection of culture, economy, and enterprise, a group of lecturers and students from the Sekolah Vokasi of Universitas Gadjah Mada (SV-UGM) initiated a research project focusing on the linguistic landscape of Tugu Area of Yogyakarta. This iconic landmark, known for its historical significance and cultural richness, serves as the perfect backdrop to understand how language reflects and shapes the tourism experience in the area.
The research team, consisting of lecturers from the English Study Program of SV-UGM whose expertise are in the field of linguistics, language, and culture, analyzed the language found in signs, advertisements, and warnings in public space around Tugu Yogyakarta and along Jalan Margo Utomo. This area is not only a hub for local and international tourists, but also a meeting place for various cultures, making it an ideal location for such a study.
As part of the Sustainable Development Goals (SDGs), this study emphasizes the importance of culture in promoting economic growth and supporting local enterprises (SDG 8), and to encourage harmonious partnership between all stakeholders to promote language and tourism (SDG 17). By examining the linguistic landscape, the team hopes to uncover how language can be used to give optimum travel experience for tourists while preserving the traditional culture, and how language might influence tourists’ perceptions and interactions, ultimately contributing to the local economy.
During data collection, the researchers observed a rich diversity of languages, including Indonesian, English, and Javanese, displayed on signs in public spaces. This multilingual environment reflects Yogyakarta’s status as a cultural hub in Indonesia, attracting visitors from all over the world. The presence of multiple languages not only enhances the tourist experience but also showcases the cultural diversity of the area.
In addition to economic implications, the study also highlights the cultural significance of language in shaping identity and community. The researchers note that the use of local languages in signs and communications fosters a sense of belonging among residents and enhances the authenticity of the tourist experience. This cultural connection is crucial for sustainable tourism development, as it encourages visitors to engage more deeply with the local community.
The findings from this study are expected to contribute to the broader discourse on sustainable tourism practices. By understanding the linguistic landscape, stakeholders can develop strategies that promote cultural preservation while also supporting economic growth. As the project progresses, the team plans to publish their findings in a scientific article as a form of academic contribution to the field of linguistics and tourism. In addition, the researchers hope that by conducting this research, it can raise awareness about the importance of linguistic diversity in tourism and its potential to improve the local economy. The researchers believe that by encouraging a deeper understanding of the linguistic landscape, they can help create a more inclusive and sustainable tourism environment in Yogyakarta.